This paper investigates the degree to which self-selection explains the apparent higher purchase value of research shoppers.
An online survey was administered to 594 retail shoppers. The purchase value of research shoppers and single-channel shoppers was compared before and after propensity score matching to account for self-selection effects.
Prior to matching, research shoppers spend significantly more than single-channel shoppers. This difference persists after accounting for self-selection but is reduced by 25%. The impact of self-selection differs across product categories and channels, with the online channel most likely to lead to higher purchase value.
The findings build on existing literature on the value of omni-channel retail strategies and provide insights for retailers to determine the likely impact of encouraging research shopping among their customers.
The research provides important insights into the role that self-selection plays in the value of multi-channel shoppers, and the likely value to retailers of omni-channel strategies.
Pallant, J.I., Sands, S.J., Ferraro, C.R. and Pallant, J.L. (2020), "Self-selection and purchase value of research shoppers", International Journal of Retail & Distribution Management, Vol. 48 No. 8, pp. 845-863. https://doi.org/10.1108/IJRDM-12-2019-0387Download as .RIS
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